What is Social Echo?
Social Echo helps you understand the virality of news coverage (i.e. the extent to which a story resonates with its audience). The metric is computed by adding the number of posts, shares, retweets, etc.
For that reason, Social Echo can a very valuable metric when trying to determine the impact of a campaign. High Social Echo is a proxy for a successful campaign (a desirable outcome). Similarly, when trying to determine the impact of an issue you’re tracking, high Social Echo would indicate high impact (an undesirable outcome).
How It Works
Social Echo can be accessed by selecting ‘Social Echo’ beneath each article in the Inbox or Search tabs.
The first update will happen 6 hours after the publish date. This is the first time you will see a value higher than 0 if the article has received any engagement on Twitter, Facebook or Reddit during that period.
Once you click on Social Echo, you will see engagement metrics for Twitter and Facebook:
Facebook - Total number of Posts, Likes, and Comments.
Twitter - Amount of times content has been Tweeted or Retweeted*.
Reddit - Total number of shares across the top 17,000 most popular sub-reddits. (From Oct 2019 onwards)
*Please note that since Twitter does not provide access to all of their data, there might be slight differences between the metrics displayed in Meltwater and those on Twitter. The Twitter Search API is focused on relevance and not completeness, which means that Twitter only sends us the data it deems to be most relevant. Therefore, some of the Tweet and Retweet metrics may differ when displayed inside Meltwater.
There are no limitations on sorting by Social Echo as values are burnt on each document. You can sort by all possible volumes:
Why do I not see any Social Echo metrics?
Unfortunately, some articles see less social engagement than you would hope and expect.
If an article has little or no social engagement, time would be better spent focusing on the content and/or publications that do drive audience engagement. These metrics, or lack thereof, help you refine and improve your PR strategy.
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